Introduction: The popular suffocation Chongqing Hotpot Factory also brings an innovative inspiration to the industry: don’t be limited to traditional ideas, but break out of shackles and form higher-level business ideas, thereby forming a dimensional reduction blow.
Wang Lei | Author Lu Yan | Edit
This is an era of information explosion. Almost all brands hope to create an impressive super symbol that can be better identified and remembered, and affect consumers' impression of the brand, achieving zero loss transmission. The symbol of
can be a unique design, such as Zhongxue Gao tile-shaped ice cream; it can be a new category, such as Zhuimi's floor scrubber . In addition to products and design, there is also culture, such as Disney and its happy culture. There is a poster in Disney's headquarters building with a sentence written on it: "What do we do? We produce happiness." This sentence is Disney's corporate culture and values.
In fact, in the new era of consumption, the new generation of young people lead the mainstream of consumption, and their consumption concepts gradually transition from basic material needs to pay more attention to consumer experience and spiritual and cultural resonance. This culture and connotation that strengthens the connection and concreteness has become a new direction and trend for brand symbols.
This is particularly obvious in the catering industry. Chongqing Hotpot Factory has put forward the value proposition of "making everyone happy". It also integrates this value proposition into brands, products, and services, and can also play during the process of eating hot pot.
During the whole process, Chongqing Hotpot Factory anchored the pursuit of young people's love of playing and expressing. Through the value proposition of "happiness", they played with users to satisfy the taste buds of young consumers, and also had a special spiritual experience. Chongqing Hotpot Factory therefore continued to occupy a valuable position in the minds of users, and accumulated hot popularity, which also became a super cultural symbol of Chongqing Hotpot Factory.
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Super culture symbol
What is "super symbol"? " Super Symbols Is Super Creative " explains this: In the world of symbols, everyone defines themselves by consuming symbols and obeys the command of symbols.
Each brand is shaping its own symbol, occupying people's minds with a certain unique memory point and affecting people's consumption tendencies.
In external marketing display, Coca-Cola has always been good at street photography publicity, injecting street fashion culture into Coca-Cola's own culture, forming a strong cultural output and influence on all people in the world who like Coca-Cola. You can see that Coca-Cola brings the emotions of "sharing", "happiness" and "joking" into these products through the visual presentation of the brand red, white and blue.
To this day, Coca-Cola has long turned itself into a super cultural symbol, a cultural symbol with warm personality attributes, forming the dissemination and spread of subcultural communities among young people. Through the establishment of such a super symbol, Coca-Cola has slowly deviated from the category label of " carbonated beverage ". When it needs drinks in parties, leisure, sports and other scenarios, the city thinks of Coca-Cola.
In the hot pot industry, various brands are trying to create unique branded symbols and achieve breakthroughs in the fierce competition. Some are productism, some are serviceism. There is also the cowardly Chongqing Hotpot Factory to take a unique approach and embark on a culturalist path.
Chou Chongqing Hotpot Factory directly locks consumers in the group of young people. From the perspective of young people, while satisfying their taste buds, the brand is trendy and unique.
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"Who said that water is the top brand, hot pot should eat more meat." In the era of hot pot compose tripe, waist slices, and goose intestines, Chongqing Hot Pot Factory regards meat as its main dish, and mainly promotes freshly cut beef. Unlike frozen beef commonly used in the market, Chongqing hotpot factory mainly produces fresh cut yellow beef . In order to ensure the quality of the beef, only kill and give it to the slaughter site, and do not spend the night. The product must be a fine product. Just as the product slogan expresses "I dare not be delicious, and I have a background", each dish is selected for the best ingredients from the best place of origin.
Of course, all this is for "delicious", and "delicious" is the basic requirement for making good catering. Guan Yihong, chairman of Jiumao Jiu Group, believes that the times are changing, and the preferences of consumer groups are also changing. In addition to competing for taste, catering should also competing for experience and aesthetics, paying attention to personality and culture. The unique brand culture above the taste buds is one of the core competitiveness of catering companies.
Song Chongqing Hot Pot Factory is a brand created by Jiumaojiu Group for the hot pot track after Taier sauerkraut fish. In terms of brand culture, Chongqing Hotpot Factory is more personalized and more extreme than Taier. For example, the store lists three rules of "Abstaining from 123": no charge for tea seats, no charge for tissues, and no charge for seasonings; the store decoration style of "ruins style"; there are also two IP images of the factory manager and Sa Xiaomei with two dimensional styles. Regardless of the service setting or the design and image of the store, they are very close to the aesthetic preferences and consumption habits of young people.
"No matter how old he is, long live your happiness" " Just be happy ", this is a common slogan in Chongqing hot pot factory. In the evening, the restaurant will enter the music and dance moment. Against the background of a slightly explosive music, the stormy factory workers suddenly stopped working, everyone came to the middle of the restaurant and started dancing. This is one of the scenes in Chongqing hot pot factory. If you are the first to come to Chongqing Hotpot Factory, you may feel "embarrassed", but when you think of the enthusiastic service and fashionable dress of the factory workers, you will find that the atmosphere is just right, not that it is "embarrassing", it is "members" and you will find that there are even customers dancing with the factory workers, and everyone can "members" here.
dance is the emotional connection point between customers and cowardly Chongqing hotpot factory. August 13th is the second anniversary of the establishment of Chongqing Hotpot Factory. Chongqing Hotpot Factory held a series of activities for this purpose, releasing an original song, and holding a random dance relay event in Guangzhou and Shenzhen, singing and dancing with fans, "admitting defeat" together, and passing on happiness together. To make friends with dance, dance is the basic skill and music is a youthful attitude. It can be said that dance is the unique cultural label of Chongqing Hotpot Factory and is also an important way to spread the culture of Chongqing Hotpot Factory.
New consumption era advocates mental consumption, that is, "there is cognition first, and then consumption." For the main force of young consumer, consumer psychology pays more attention to sentimentality, spirit and emotional resonance . A brand impression is the same as a person's impression, and it should have character. Whether it is the middle school and fun of Taier sauerkraut fish, or the trend and happiness of Chongqing hot pot factory, they all have their own personal expressions. In addition to products and services, through unique cultural display and expression, they have created a more three-dimensional brand image, dialogue with consumers, and emotional connection.
Through fashion and happy culture, it also makes Chongqing Hotpot Factory unique and recognizable super cultural symbols.
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The continuity and innovation of "cultural hot pot"
Culture seems to be illusory, but in fact it can burst out with hard core and solid power.
It transcends pure products and services, directly hitting the eternal and unchanging human needs, allowing the brand to continuously travel through the cycle.
With the rapid progress of the times, no one can guarantee that their products and services will not fall behind.
iPhone 4 more than ten years ago is a technology hot product standing at the forefront of the times, but now it is an old antique. The popular items in hot pot may become outdated in a few months. The concierge service in the hotel may be replaced by intelligent robots in the future.
If you simply use products and services as indicators of brand growth, it is easy to not keep up with changes in market demand and encounter growth bottlenecks.
However, if you change the angle to target human nature, it can actually make the brand continue to grow.
Because no matter how products and services change, human nature remains unchanged. As long as we anchor human needs, no matter how the external environment changes, we can always tap into increments in the market.
Most of the brands that have everlasting foundations are anchored to a certain demand in human nature, and this demand is often happiness. Just as Disney is synonymous with happiness, Coca-Cola is regarded as "fat housewives' happy water". They have discovered new opportunities in different eras and pushed themselves forward.
Happiness is an eternal need of mankind and can provide a growth engine for brands.
The "happy" culturalism of Chongqing Hotpot Factory targeting human nature is different from the productism and serviceism in the industry. It is actually sustainable and can help brands travel through the cycle.
At present, China's hot pot industry has become a trillion-dollar market, with huge opportunities. However, the concentration is very low. The combined market share of the top five companies in the market is less than 5%, and the largest , Haidilao, , only accounts for 2.2%.
Under the industry situation of "a loose sand", consumers' attention is actually distracted. Snatching attention and occupying a valuable position in the minds of consumers is the brand’s primary strategy.
In other words, the current competition in the hot pot market is a battle of "positioning".
needs to capture the minds of users and form a positioning that is different from other brands. It cannot rely solely on one product or one service, because they will eventually be eliminated by time.
In the end, we must anchor human nature and form all-round competition.
The "happy" culturalism of Chongqing Hotpot Factory is to anchor the happy needs in human nature and is unique in the industry. This has met the psychological needs of consumers and occupies a valuable position in their hearts.
More importantly, Chongqing Hotpot Factory also outputs this value proposition to products, services, and organizations, and launches a comprehensive offensive in the minds of consumers.
This is more competitive than simple productism or serviceism, and it is easier to form a stable positioning in the minds of consumers, enhancing brand stickiness and perception.
The popular Chongqing hotpot factory today also brings an innovative inspiration to the industry: don’t limit yourself to traditional ideas, but break out of the shackles and form higher-level business ideas, thereby forming a dimensional reduction strike.
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